What will I learn about: how to replace expensive, outdated advertising with intelligent content marketing that builds trust and organically drives sales?

Discover how to replace expensive, outdated advertising with intelligent content marketing that builds trust and organically drives sales.

What will I learn about: Learn why ignoring social media complaints can trigger a severe PR crisis, and how responding promptly with an action plan protects your brand's reputation?

Learn why ignoring social media complaints can trigger a severe PR crisis, and how responding promptly with an action plan protects your brand's reputation.

What will I learn about: how inventive social campaigns can turn everyday consumers into passionate brand advocates who share your message with the world?

Find out how inventive social campaigns can turn everyday consumers into passionate brand advocates who share your message with the world.

What will I learn about: the power of mining the blogosphere to gather valuable brand feedback, spot emerging trends, and mobilize dedicated communities?

Understand the power of mining the blogosphere to gather valuable brand feedback, spot emerging trends, and mobilize dedicated communities.

What will I learn about: the art of digital storytelling by using video and audio to share authentic, unique brand experiences instead of relying on generic marketing imagery?

Master the art of digital storytelling by using video and audio to share authentic, unique brand experiences instead of relying on generic marketing imagery.

The New Rules of Marketing & PR

How To Use Social Media, Online Video, Mobile Applications, Blogs, New Releases & Viral Marketing to Reach Buyers Directly

David Meerman Scott

★ 4.3 / 5(82 ratings)

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Categories:

Marketing & Sales

If You're Curious About These Questions...

You should listen to this audiobook

💡Have you ever wondered why traditional press releases often fail to get noticed, and what you should be doing instead to capture your audience's attention?
💡Did you know that the secret to modern brand loyalty isn't a massive advertising budget, but a specific way of communicating with authenticity and agility?
💡What if you could bypass the mainstream media altogether and reach your ideal customers directly at the exact moment they are looking for you?

Listen to The New Rules of Marketing & PR — Free Audiobook

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Key Takeaways from The New Rules of Marketing & PR

✓Discover how to replace expensive, outdated advertising with intelligent content marketing that builds trust and organically drives sales.
✓Learn why ignoring social media complaints can trigger a severe PR crisis, and how responding promptly with an action plan protects your brand's reputation.
✓Find out how inventive social campaigns can turn everyday consumers into passionate brand advocates who share your message with the world.
✓Understand the power of mining the blogosphere to gather valuable brand feedback, spot emerging trends, and mobilize dedicated communities.
✓Master the art of digital storytelling by using video and audio to share authentic, unique brand experiences instead of relying on generic marketing imagery.

Learning Tools

Reinforce what you learned from The New Rules of Marketing & PR

Mind Map

The New Rules of Marketing & PR

Digital Transformation+

Social Media & PR+

The Power of Blogs+

Video & Audio Storytelling+

Viral Content Strategy+

Real-Time Engagement+

Buyer Personas+

Quiz — Test Your Understanding

Question 1 of 7

According to the book, what made the content marketing strategy of the Lodge at Chaa Creek so successful?

A. They aggressively pushed direct discounts and booking links in every blog post.
B. They provided valuable, relevant stories about Belize tourism without heavily advertising the lodge directly.
C. They paid famous travel influencers to exclusively promote their resort on Instagram.
D. They utilized traditional newspaper ads combined with basic website banners.

Question 2 of 7

What was the primary mistake Sony BMG Music made when facing a public relations crisis regarding their CD copy protection software?

A. They remained quiet for a long time and eventually responded with a condescending attitude.
B. They immediately issued a recall of all CDs without consulting their legal department.
C. They blamed the issue entirely on Microsoft's cloud computing platform Azure.
D. They engaged in a public social media argument with the software developer who exposed them.

Question 3 of 7

How did the podcast 'Hack the Entrepreneur' benefit Jon Nastor's business, VelocityPage?

A. It served as a direct audio commercial for the VelocityPage software in every episode.
B. It allowed him to interview and subsequently sell his product directly to wealthy entrepreneurs.
C. It built a loyal audience who liked the producer and subsequently became interested in his product.
D. It generated enough ad revenue to completely fund the development of his software.

Question 4 of 7

What lesson can marketers learn from how the candy company Mentos handled the viral 'Diet Coke and Mentos' video?

A. Companies should aggressively protect their copyrights by taking down unauthorized customer videos.
B. Sponsoring and supporting customer-created viral content can enhance a brand's story as fun and risk-taking.
C. Creating a viral video requires a massive corporate budget and professional Hollywood production teams.
D. Offering limited-time free memberships is the most reliable way to make customer videos go viral.

Question 5 of 7

Why was John Green's promotion for the film adaptation of 'The Fault in Our Stars' highly successful compared to traditional PR campaigns?

A. Green spent millions on prime-time television commercials rather than print media.
B. Green hired a massive PR agency to coordinate global press conferences.
C. Green provided behind-the-scenes updates to fans, creating a highly engaged community.
D. Green relied entirely on text-mining software to target specific demographics.

Question 6 of 7

Why did the consumer electronics brand Beko design a clothes dryer for the Chinese market that only half-dried clothes?

A. To reduce manufacturing costs and offer the cheapest product on the market.
B. Because local environmental regulations prohibited fully electric clothes dryers.
C. To align with the cultural practice of finishing the drying process outside in the sun.
D. Because their text-mining software indicated Chinese consumers preferred faster machine cycles.

Question 7 of 7

How did Barack Obama's first presidential campaign effectively utilize blogs?

A. By creating localized blogs for different states that encouraged readers to submit their own stories and photos.
B. By using a single, centralized national blog to ensure the campaign's message was strictly controlled.
C. By exclusively publishing long-form policy papers written by political scientists.
D. By purchasing the most popular existing political blogs and rebranding them for the campaign.